Power to the people

Social PPC advertising for ecommerce is most effective as part of a wider PPC strategy, where campaigns across the Social Network, Google Search Networks, the Google Display Network, YouTube and Gmail tie together and support one another to achieve the most reach and impact.

Driving 40% of total PPC revenue for some of our clients and delivering return ratios of 10:1, Social PPC has the potential to increase total PPC advertising sales and ROI for b2c ecommerce businesses. Let us take a look at the potential that social PPC may hold for your business.

Key social platforms for ecommerce advertising

The Facebook platform is the most advanced of all social media sites and with more than 2 billion active monthly users it offers the most potential to connect with customers and drive revenue. In 2018, the average time spent on the mobile Facebook app was around 58 minutes a day and 95% of all Facebook visitors access it through mobile devices, therefore mobile sites and landing pages should be optimised before running Facebook campaigns. Using product carousel ads for ecommerce is an effective strategy, displaying multiple products on one single ad and retargeting to audiences who have already visited your site.

Brought by Facebook in 2012, Instagram users reached 1 billion in 2018, a 200 million increase since 2017. Currently 400 million active daily users spend 53 minutes per day on the platform – just a 5-minute difference compared to Facebook. Instagram has many of the same capabilities as Facebook, infact Instagram ads are launched in Facebook’s ad platform and use the same product feed as Facebook. There are some limitations in terms of the ads that can be served on the Instagram platform, however for ecommerce businesses the carousel ads using retargeting are potentially a valid strategy.

Re-known for its active user base and addictive feed, Pinterest has 250 million monthly users and has reported a 75% increase in pins over 12 months, it has also experienced a 50% increase in advertisers and has been rolling out a number of new ad formats for advertisers as part of its growth strategy. With the implementation of buyable pins on the site, Pinterest holds potential for ecommerce businesses in visual industries like clothing or home decor.

326 million users are active on Twitter on a monthly basis, however these figures have dropped by 9 million since summer 2018. With a buy button integrated into the Twitter ad platform and retargeting on offer, as well as the ability to target through email addresses or usernames, Twitter can also be considered part of a social PPC strategy, although the actual potential in terms of volume sales may be questionable.

Get a free social PPC audit

Are you actually achieving your PPC goals? If you are already running social advertising campaigns, we offer a FREE PPC auditing service. Our social PPC analyst will carry out a full health check enabling us to advise on the best strategies to deliver your KPIs and maximise revenue.

Joined up thinking

Benefit from one in-house team who will work together to ensure your campaigns and your site are perfectly set to deliver your KPIs.

A stand alone advertising agency only has control over the traffic they deliver to your site, but maximising success and value for money from your advertising spend is about the entire user journey. We will work together with the wider Fisheye team in the delivery of your e-commerce strategy.

Find out how we can support you

Strategy

Social PPC requires clear strategies that go beyond just boosting your online presence, we tailor our social media PPC strategy to focus on your business goals and KPIs. Like every other PPC campaign, we exhaustively test and optimise campaign elements to deliver the best return at the lowest cost.

A/B test ads

Rotate ads regularly

Design device specific ads

Use remarketing campaigns

Use dynamic product ads

Use Multi-product ads for ROI

Optimise mobile landing

Install tracking pixel

Use data informed decisions

Monitor and adjust bids

Facebook ad types

Retargeting Campaigns

Most visitors coming to your website for the first time will not convert into customers. With retargeting, you can bring those who bounced off your website back and boost conversions by displaying your retargeting product ads on Facebook and other social platforms.

Custom Audiences

A custom tool allowing the creation of lists of targets based on your customer’s emails, Facebook Ids or phone numbers. Target your top customers with relevant offers and promotions. Target past customers and newsletter subscribers with relevant offers or discounts. Turn existing customers into fans.

Dynamic Product Ads

Potentially the highest ROI strategy ecommerce sites can use, you can display single or multiple product ads to customers who have visited your site based on the products they viewed, added to cart or even purchased. Using templates to pull images, product names and pricing from your product catalogue.

Multi Product Ads

Giving you the ability to show more than one product in an ad, or several features of the same product, these ads give more options to choose from. They can be used as part of a Dynamic product ad campaign or as a stand alone campaign to drive new customers.

Lookalike Audiences

Advertise to people who are similar to your existing customers and likely to be interested in your products. Lookalike Audiences utilises Facebook’s algorithms to find people with similar demographic characteristics and interests to your customers.

Conversion Tracking Pixel

This is a must-have for ecommerce campaigns and we insist on installing it before any campaigns go live. It's a small snippet of code that measures your customer’s behaviour and conversions on site. Facebook can use the data to optimise your campaigns and build a lookalike audience to target your ads.